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Impact of integrated marketing communications …
Research in business and Economics Journal 1 Impact of integrated marketing communications mix (IMCM) in small to medium enterprises (SMEs) in Zimbabwe as a marketing tool Catherine Mazwi R. Tsikirayi, University of Zimbabwe Blessing Muchenje University of Zimbabwe Zodeac Katsidzira University of Zimbabwe ABSTRACT The SME sector in Zimbabwe has assumed greater importance as the main employer of the displaced workforce, as well as being the main contributing sector to the economy of the country as supplier of essential goods and services. However, the many players in this sector do not seem to appreciate the critical role played by the marketing communications mix in getting their products and services to the market and making the potential customers aware of these products and services, the quality and benefits of the offerings. While the subject of IMCM in general has been extensively covered, there has not been a direct study relating to SMEs in Zimbabwe. However, the study will focus mainly on the effectiveness of adopting IMCM in small enterprises not the minute details of the various elements of the IMCM.
Research in Business and Economics Journal 1 Impact of integrated marketing communications mix (IMCM) in small to medium enterprises (SMEs) in Zimbabwe as …
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